ING Life Insurance unveils a Nationwide TV campaign

Company Brief

Bangalore, January 9, 2013

ING Life Insurance has launched a nationwide television-based campaign, which aims to help customers overcome the biggest barrier to buying life insurance. Through an interesting creative treatment, the advertisement highlights the ease of paying life insurance in small monthly premiums, while recognizing it as a basic necessity of life.

This TV led campaign is very unique and refreshing, a departure from the regular in a category, where everyone one else struggles to communicate multiple things about their products. The Company decided to approach the customers in a more personal manner by telling them buying life insurance is now made easier through small, easy and affordable monthly premiums.

Commenting on the new television advertisement campaign, Mohit Goel, Executive Vice President - Marketing, ING Life Insurance, said, "Life Insurance is extremely crucial for building a solid foundation for your family’s financial future. At ING Life Insurance, we believe in educating and empowering our customers, so that they make life insurance a basic need of life. Through this ad campaign, we are reaching out to people, who have not taken life insurance at all as well as those who have taken life insurance but for an amount lesser than their actual needs because they did not have lump sum funds to cover big. Buying life insurance is now made easy. Like all of us pay utility bills every month to run our households, one can now buy life insurance by paying monthly premiums.”

The campaign emphasizes on how for an amount starting at as little as Rs. 1000/- per month, customers can protect their families, plan their children’s future or even plan their retirement. Thereby, emphasizing on the point that ING Life Insurance is a brand that makes life better by making things simpler.

Mohit Goel added, “To make monthly premium payments customers can use the ‘Auto Debit’ facility through which their bank accounts will get debited every month on a pre-decided date. Now, with over 1000+ banks offering ECS across 450+ cities, it is absolutely hassle free to make payments. The customers can decide the date on which they would like their accounts to be debited every month.”

The advertisement has been released in 6 languages, which includes English, Hindi, Kannada, Tamil, Telugu and Malayalam. It will on air for a period of 21 days, across a mix of news and entertainment channels. The viewers, who wish to know more about the plan, can SMS ‘EASY’ to 56767.

For further information, please contact:

MSL India

Subhasish Mohanty

Mobile::+919845094166

Email: subhasish.mohanty@hanmermsl.com